Rooted in leading Israeli formulation laboratories, PASTEL Professional is a hair care brand built on the philosophy of "Science-Based. Style-Inspired." Bridging the gap between laboratory expertise and the international beauty shelf, the brand operates in the "Masstige" territory—delivering professional-grade performance through accessible, trend-informed luxury.

The project encompassed a full strategic brand development—from market positioning and product hierarchy to advanced innovation directions inspired by K-Beauty biotech, scalp wellness, and botanical actives. At the heart of the brand's visual identity lies a refined typography and an iconic quality stamp mark, embodying professional authority and radical formula transparency.

To create strong shelf impact, I designed a comprehensive packaging language featuring a muted pastel color-coding system for each hair care series. Highlighted by metallic metallic overcaps with embossed logo details, clear typographic hierarchy, and custom gift/travel kits, the brand architecture balances scientific precision with a soft, inspiring, and modern aesthetic.